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Fact: Enhancing page copy, relocating product information, and omitting distracting content likely led to a 22% increase in lead capture rate for checking accounts. (Study #38)

Hypothesis: Enhancing the Checking Account product page, including the hero section, with copy that is...

Fact: Adding button to navigation menu, clarifying page CTA’s and omitting sections with low interaction and irrelevant content likely led to a 150% increase in CTR. (Study #37)

Hypothesis: Adding a button for the Home Equity page to the main navigation menu, clarifying...

Test #19: Won, Auto Loan

Promoting auto loans on the homepage increased navigation rate.

FACT: Study #5

Hypothesis: Reducing the number of CTA’s and more prominently featuring the auto loan product will...

Fact: Optimizing the homepage to feature the Save To Win product resulted in 1900% increase in navigation to that product page.(Study #9)

Hypothesis: By optimizing the homepage to prominently feature the Save to Win product through changes...

Test #15: Won, Auto Loans

Emphasizing things that a heatmap showed were important increased applications.

Fact: Lead capture boosts application rate by 13% (study 12)

Hypothesis: By implementing lead capture strategies and optimizing the transition from the main website to...

Test #14: Insignificant, Balance Transfer (Credit Cards)

Single-step vs. multi-step applications

Test #22: Won, Auto Loan

Specialized landing page for rates and calculations to increase applications

Fact: Loan Payment Calculators should be optional -forced lead capture experience leads to 114% decrease in click-throughs to applications (study 4)

      Hypothesis:  Implementing a lead capture experience would positively impact the number of...